Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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An Analysis of the Social-Cultural Meaning of Korean Girl Groups' Appearances -Focusing on the Change of Girl Groups' Appearances across Generations-

국내 걸그룹 외모에 나타난 사회문화적 의미 분석 - 세대별 걸그룹 외모 변화를 중심으로 -

  • 한자영 (국제대학교 패션디자인과)
  • Received : 2016.09.19
  • Accepted : 2016.12.27
  • Published : 2017.02.28
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Abstract

Korean commercial-organized girl groups were remarkable in the late 1990's. However, by the late 2000's, girl groups had an even more profound effect on Korean popular music compare to past influences. This study aimed to analyze the social-cultural meaning of the changing appearance of girl group between the first and second-generations. For this purpose, this study analyzed media image and text, based on a social-cultural context, about 13 girl groups. The results are as follows. First, while the first -generation girl group tended to maintain girlish/sexy images trying to the male desire, the second -generation girl group strategically showed various sexual identities such as femininity, masculinity, masculinity and androgyny along with contextual sexual images. The reason why girl groups increased the number of strategic images featuring various sexual identities was in order to appeal to a wide, diverse audience. Second, the second generation girl groups had - slim bodies with great athleticism, basically due to trainee system. Because of this, their semiotic body images have been commercially used to promote the consumption. Third, the second generation girl groups - were the bigger stars than first generation girl groups - because the members worked in many different fields. Therefore, the group members' images were successful consumed directly and then reproduced symbolically. Fourth, each member of the second -generation girl groups characterized by appearing in diverse, yet familiar images, through various media sources. Although the intention of this was to have recognition and popularity, it became difficult for them to change their image once one particular image was deemed popular.

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References

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